Irish presenter Vogue Williams came out on top in a pig brain eating challenge as I'm A Celebrity… Get Me Out Of Here introduced a new rivals challenge that split the camp into winners and losers.
In Wednesday’s episode, the campmates took on the Bushtucker Trial under a new system that saw them face off against fellow contestants who were voted by the public to be their "rival".
Vogue was pitted against model Kelly Brook in a section called Mind Games, where they had to be the first to eat a full pig’s brain. Vogue successfully made it to the end, securing her place among the night’s winners.
Pig brains, fish guts and a tank of offal were among the challenges the celebrities faced, with those who triumphed returning to a transformed main camp renamed Win City, while the losers were sent to Doomsville for a basic meal of rice and beans.
The first round, Face Off, saw soap star Lisa Riley go head-to-head with Spandau Ballet’s Martin Kemp as they tried to retrieve two stars from a box of slime and fish guts using only their mouths. Lisa secured both stars before Martin had even got his first one, booking her place in Win City.
Comedian Eddie Kadi took on TV personality Jack Osbourne in Mouthing Off, where they raced to get a star off a thread using only their mouth and tongue while being covered in critters. Despite a close contest, Jack claimed the win and joined the winners’ camp.
Round four, Snakey Behaviour, involved comedian Ruby Wax and Celebs Go Dating receptionist Tom Read Wilson reaching into a box and counting how many snakes it contained. Ruby correctly guessed four snakes, while Tom’s guess of eight consigned him to Doomsville.
Sports broadcaster Alex Scott was paired with former EastEnders actress Shona McGarty in Eye to Eye, a race to squeeze juice from raw fish eyes into a shot glass using only their mouths, then drink it once full. Alex was first to down the shot and take the win, but immediately brought it all back up into the nearby sick bucket.
The final pairing, rapper Aitch and social media star Morgan Burtwistle, known online as Angryginge, went head-to-head in Blood Bath. They had to sit in a tank of offal and race to scoop it into a box. As they climbed in, Aitch wished his "brother" the "best of luck" before Ginge took the victory.
The trial winners – Lisa, Vogue, Jack, Ruby, Alex and Ginge – made their way back to Win City, which had undergone a full purple makeover, including a purple telephone box, beds, bedding, camp clothes, towels and comfy log seating.
Lisa said: "Our purple palace is absolutely delightful!"
Meanwhile, Martin, Kelly, Eddie, Tom, Shona and Aitch arrived at Doomsville to find a single rock-hard bunk bed, with the remaining beds made up of grey groundsheets on the floor, which Kelly described as "bleak".
Martin said of Doomsville: "We are essentially doing time."
On their return, Tom became emotional and told his campmates he was missing home as they tried to comfort him.
He said: "I’m a wreck, sorry… I’m just a wreck today, I can’t stop. I think I’ve opened the floodgates a bit."
I’m A Celebrity… Get Me Out Of Here! returns on Thursday at 9pm on ITV1 and Virgin Media One.
